Lip Care Preferences Insights
Kaidron Community Insights
Lip care is having a moment — and not just on social media. Our community has moved well beyond the single lip balm tucked in a coat pocket. They're building deliberate, multi-step lip rituals with oils, masks, scrubs and serums sitting alongside the everyday balm, and they have clear opinions about what those products need to deliver.
This week, we surveyed the Kaidron community on their lip care habits: how often they tend to their lips, which formats they reach for, what concerns are driving their choices, and where the category is still falling short. The data paints a picture of an engaged, skin-literate audience with high expectations — and real unmet needs that brands should be paying attention to.
The findings that follow offer a candid view into the routines and priorities of an audience that treats lip care as a genuine skincare category, not an afterthought. For brands looking to connect here, the signals are clear: quality, functionality, and sun protection are non-negotiable — and discovery remains the biggest gap in the market.
The Shape of a Lip Care Routine
With nearly four in five following a daily lip care ritual, this community is decidedly intentional. How they apply and how they integrate lip care into their broader skincare rhythm reveals a category that's growing up fast.
How Often They Tend to Their Lips
Routine frequency across the community
Application Method
How lip care products are applied
When Lip Care Happens
How the community integrates lip care into their day
Community Insight
"77% of our community follow a lip care routine daily — making lip care one of the most consistently practised beauty rituals we've measured."
Format Fluency — What's in the Rotation
Lip balm dominates at 93% — but the story doesn't end there. Oils, scrubs, and masks are pulling strong numbers, and treatments and serums have a foothold that speaks to a category graduating from basics to skincare.
Products Used Regularly
Format diversity in the community's lip care rotation
Texture Preference
What finish the community prefers on the lip
Exfoliation Frequency
How often the community exfoliates their lips
What the Lips Are Asking For
Dryness is the near-universal driver — but this community isn't stopping there. Chapping, cracking, smoothness and increasingly, ageing and UV protection sit alongside hydration as active concerns, pointing to a market ready for more sophisticated formulations.
Preferred Ingredients
What the community looks for on the ingredient list
The Friction Points — What Gets in the Way
In a category overflowing with options, the single biggest barrier isn't price or texture — it's product discovery. Six in ten say they simply can't find the right product. That's not a preference gap; it's a positioning and education opportunity.
Can't find the right product
Six in ten say their biggest lip care challenge is finding a formula that actually works for them. In a category with hundreds of options, clarity, proof points, and targeted positioning aren't nice-to-haves — they're table stakes.
SPF, Scent, and the Season Question
Sun protection has a clear majority here — over half the community consider it very important, and 73% want it in their formulas. Scent skews broadly permissive, with most having no strong preference. And in terms of seasonality, the majority are year-round practitioners.
SPF Importance
How much sun protection matters in lip products
Scent Preference
Flavoured, unscented, or somewhere in between
Seasonal Importance
When lip care feels most essential
Brand Signal
"85% consider SPF at least somewhat important in lip products — yet only 48% currently use a dedicated lip SPF. That gap is a significant market opportunity."
Partner with Kaidron
Want to connect your lip care brand with this community? Book a discovery call to explore how Kaidron's survey-led content can power your next campaign.
Want to reach an audience that actually acts on what they see?
This data belongs to a community of active beauty consumers — people who save, share, and recreate content daily. If you're a brand or creator looking to connect with them, let's talk.
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